Inflamed and Pained

by Eric Munson | July 1, 2025

Natural pain relief alternatives for all ages.

Inflammation is the response of the human body to irritation, injury, discomfort and infection. Dietary supplements can offer anti-inflammatory properties and support overall health and wellness.

According to Allied Market Research, dietary supplements for pain and inflammation relief were valued at $19,046.1 million in 2022 and are estimated to reach $32,856.9 million by 2027, growing at a compound annual growth rate of 11.7 percent from 2023-2027.

Traditionally, the pain and inflammation category was dominated by older individuals. However, in recent years, the category has expanded to include consumers from all age groups.

Retailer Pat Sardell, owner of Country Vitamins in Corvallis, OR, said she is seeing people from “all walks of life” looking for pain relief.

“Particularly adults who have suffered accidents or trauma, and/or people who are in pain—not always elderly—from arthritis, bursitis, or any kind of bodily hurt or headaches,” Sardell said. “Also, PMS (premenstrual syndrome) women seek cramp relief and customers who are recovering from surgeries or other medical procedures wanting to avoid certain prescription medications.”

“Most of our customers tend to be using some type of inflammatory support or joint health supplement. Inflammatory health supplements seem to be a little more popular with our older customers, and our more active customers of all ages,” added Retailer Travis Lemon, co-owner and herbalist at Tulsi at the Market in Huntington, WV.

What Consumers Want

According to Kate Hill, senior product manager at Boiron USA (Newtown Square, PA), pain and inflammation products appeal to a wide range of consumers seeking relief from muscle pain, stiffness, swelling from injuries and bruises.

“This includes active individuals like athletes and weekend warriors, wellness-minded consumers who prefer options without conventional pain relievers, and older adults looking for solutions to manage daily aches and joint discomfort,” Hill said. “We’re also seeing more younger consumers—including Millennials and Gen Z—embracing homeopathic solutions as part of their wellness routines.”

Slawek Gromadzki, nutritionist at California-based HealthAid America said he also observed a broad spectrum of individuals turning to natural supplements for healthy inflammatory response. People managing joint function or muscle comfort—traditionally athletes and older adults—have always been part of this category, but now there are more health-conscious consumers across all age groups.

“Many are seeking products that help maintain normal joint flexibility, support connective tissue health, or promote muscle comfort after exercise,” Gromadzki said. “Others are looking for ways to help the body respond to occasional physical stress—whether from intense workouts, long hours at a desk, or the natural wear and tear of daily life.”

Dayna Dye, education content writer at Florida-based Life Extension, added the market includes aging adults looking to manage issues such as aging joints and muscle aches, active adults looking to support post-exercise soreness and adults interested in supporting longevity and healthy aging by managing low-grade chronic inflammation.

“Health-conscious consumers have traditionally sought out nonpharmaceutical, nontoxic remedies for minor health complaints and concerns before resorting to prescription drugs,” Dye said. “In recent years, awareness of the opioid use disorder epidemic and its casualties have resulted in greater caution concerning the use of prescription pain relief, causing more people to seek natural options.”

Cheryl Myers, chief of scientific affairs and education at EuroPharma (Green Bay, WI), agreed that younger people are taking pain-relief supplements.

“We’ve found that younger people are starting to seek alternatives to over the counter or prescription pain relief because they’ve heard frequently how harmful those products can be to the liver, stomach, blood pressure, and even mental well-being,” Myers said. “So, in addition to older individuals, there’s a growing interest in natural solutions for pain and inflammation, and it keeps growing from year to year.”

But an older crowd is still confirmed customers. Andrew Dorf, vice president of sales and marketing at CV Sciences (San Diego, CA) observed consumers dealing with chronic joint paint, inflammation-related conditions, such as arthritis, overuse injuries or age-related degeneration are still the most common consumers. Many of these individuals are over 40 and are looking for alternatives to over-the-counter medications.

Trends and News in Pain Management

According to Gromadzki, one of the biggest trends is a shift toward more holistic, lifestyle-oriented solutions that help the body support a healthy inflammatory response over time—not just quick fixes.

“Consumers are increasingly interested in botanical ingredients like turmeric root, Boswellia serrata and ginger, as well as naturally occurring compounds like MSM and omega-3s, which help support joint comfort, mobility and tissue health,” Gromadzki said. “There’s also been a surge in interest in enzyme-based supplements, such as serrapeptase and bromelain, which help support the body’s natural processes that address occasional swelling and tissue recovery.”

“There’s a growing demand for clean, transparent formulas that avoid ingredients consumers find questionable or unnecessary. We’re also seeing a shift toward multifunctional products that offer both pain relief and skin benefits, as well as increased interest in topicals for localized relief without systemic effects,” Hill added.

Gad M. Gilad, PhD, co-founder and CEO of Gilad & Gilad (Las Vegas, NV), said there have been several significant advancements in pain and inflammation including anti-inflammatory ingredients, osteoarthritis (joint health) targeting ingredients and neuropathic pain (nerve pain) ingredients.

Dorf added there is growing interest in non-pharmaceutical solutions especially natural ingredients such as CBD, PEA and turmeric.

“Consumers are becoming more educated and are looking for multi-functional products that support both symptom relief and long-term joint health. A key driver for this is avoiding side effects of synthetic over-the-counter offerings or addictive pain killers,” Dorf said.

Myers agreed, noting that many people are more aware of the shortcomings of both over the counter and prescription approaches to pain management. She said there is also an increasing awareness of potentially harmful side effects so many people are turning to natural alternatives.

“Therefore, while people want to find a natural solution to pain, they want it to work comparably to what they could pick up at their local drugstore,” Myers said. “But I believe—and I think that research done with our own formulas proves this—efficacy and safety don’t have to be mutually exclusive. The best natural products offer a both/and approach to pain relief and comfort management.”

Sardell said some consumers have turned to CBD, and others to specialized delivery turmeric or curcumin, boswellia and several homeopathic combination remedies, both topical and oral.

“PEA is a newcomer in the pain category that seems to be gaining in popularity, though it can take one to two months to actually feel relief,” Sardell explained. “Combination products which include curcumin preparations, boswellia, ginger, white willow and sometimes DLPA, are more convenient than separate individual ingredients, working synergistically for pain relief. Consumers are combining these supplements and topicals with acupuncture, massage and other therapies.”

“Multi ingredient formulas have stayed very popular for inflammatory health. I feel like that takes a lot of the guesswork out of these types of supplements. I’ve also noticed that customers are really drawn to inflammatory health supplements that use clinically studied ingredients,” Lemon added.

Kristin Chapman, category manager at Life Extension, agreed with Sardell and Lemon that novel combinations of traditional ingredients are a recent phenomenon, but are growing in popularity.

“As examples, combinations of Chinese chaste tree leaf plus ginger root extracts, as well as curcumin root plus tamarind seed extracts have demonstrated improvements in pain and function in recent human trials,” Chapman said.

Products

Sardell said she and her staff inquire about what the customer has researched or thought to try and proceed from there. She offers only “trusted brands” that she knows are of high quality and is thus confident in the effectiveness and integrity.

Curcumin is the top botanical followed by combinations that include it. Some of the top-selling brands at Country Vitamins are Terry Naturally curcumin and boswellia supplements, Natural Factors Theracurmin and Natures Plus LongVida, Sardell said.

Lemon recommended Terry Naturally’s Curamin and CuraMed formulas, +PlusCBD’s Relief formula and Hyalogic’s Advanced Joint Support Liquid. EuroPharma is the maker of the Terry Naturally supplement line, and many individuals choose from either the CuraMed or Curamin suites to address pain. Both formulas provide BCM-95 curcumin, which has been used in 90 published studies and counting, and has strong anti-inflammatory actions to address a wide range of health concerns, according to Myers.

CV Sciences is the manufacturer of the +PlusCBD line, which includes +PlusCBD Relief, a comprehensive formula designed for adults managing ongoing pain and inflammation.

“It combines clinically studied levels of CBD and CBDa with PEA (palmitoylethanolamide), a natural compound known for supporting the body’s endocannabinoid system and easing discomfort. The formula targets and supports three different biological pathways that manage pain and inflammation,” Dorf explained.

Arnica montana is an ingredient that has been used for centuries to relieve pain, reduce swelling and minimize bruising. Its well-established benefits make it a trusted choice for addressing a wide range of everyday aches and pains. Boiron makes use of arnica in every product in the Arnicare line.

“We continue to innovate with formulas that combine the power of arnica with other homeopathic ingredients. Our latest launch, Arnicare Arthritis Cream, pairs arnica with harpagophytum (devil’s claw) for a dual-action formula that relieves minor joint pain and stiffness associated with arthritis. It is quickly absorbed, is free of NSAIDs (nonsteroidal anti-inflammatory drugs), menthol, fragrances and parabens, making it a thoughtful choice for daily use,” Hill explained.

One of HealthAid’s standout products for pain and inflammation is Serrapeptase. According to Gromadzki, serrapeptase is a proteolytic enzyme that helps support the body’s natural ability to break down non-living tissue, such as cellular debris and proteins associated with occasional inflammation.

“What sets HealthAid’s Serrapeptase apart is the strength, 250,000 SPU. Combined with an enteric coating that helps ensure the enzyme reaches the small intestine where it can be absorbed effectively. Consumers use it to support muscle and joint comfort, maintain healthy circulation, and promote a balanced inflammatory response—especially after exercise or physical stress,” Gromadzki said.

Life Extension also has a PEA product. According to Dye, PEA is a fatty acid produced in the body that helps relieve minor discomforts. PEA helps maintain a healthy inflammatory response without side effects. Clinical trials have shown PEA resulted in improvement among people with carpal tunnel syndrome, endometriosis, fibromyalgia, neuropathy, sciatica, back, jaw, pelvic or temporomandibular joint (TMJ) pain, and other chronic pain conditions.

“A study involving 610 chronic pain patients who received 600 milligrams PEA twice daily for three weeks followed by once per day dosing for four weeks resulted in a reduction in average pain intensity scores in all participants who completed the study. No adverse effects were observed,” Dye said.

According to Gilad, nerve pain is distinguished by prickling or tingling sensations, which eventually get worse and express as burning or freezing, throbbing, sharp, stabbing or electric-like painful sensations, and extreme sensitivity to touch. Effective treatment for neuropathy remains elusive despite decades of research.

AgmaSet (dietary supplement) and AgmaVet (for animals) are Gilad & Gilad’s patented category-leading products, are effective
in alleviating nerve pain and improving health-related quality of life by providing high dosage of the neuroprotective nutraceutical ingredient G-Agmatine. Importantly, aside from very rare instances of mild diarrhea (resolving with time or discontinuation), AgmaSet has no unwanted side effects, no known drug or supplement interactions and is non-addictive, according to Gilad.

“Agmatine is not an anti-inflammatory agent. Evidently, agmatine acts by modulating multiple key molecular targets implicated in enhancing the vital cellular stress response and in diminishing the generation of nerve pain,” Gilad explained. “It was, therefore, postulated that to exert its salutary effects agmatine interacts, potentially synergistically, with multiple mechanisms. Gilad & Gilad coined the term ‘molecular shotgun’ as a metaphor for the action of G-Agmatine hitting multiple targets critical for supporting nerve cells’ resilience and maintaining proper nerve functions.”

Manufacturers

There are many ways that manufacturers can help support retailers about pain and inflammation products.

According to Dorf, manufacturers can support them by offering education, sampling programs, in-store consumer marketing and staff training. Clear, compliant messaging and third-party research or clinical substantiation can help boost consumer confidence and conversions.

“Our retailers value brands that are transparent, responsive and committed to long-term partnerships—above all, those that deliver quality products with real results, like +PlusCBD,” Dorf said.

“We believe in partnership through education and strong merchandising. Boiron offers retailers free training, shelf talkers, samples and promotional support to ensure their staff feel confident when recommending Arnicare. We also offer digital content and seasonal campaign support to help boost consumer awareness both in-store and online,” Hill added.

According to Myers, EuroPharma is always available to help retailers in any way to educate about products. One of the most important things is for retailers to focus on the science.

“Therefore, manufacturers should be able to provide educational presentations for a store’s staff, sales materials, product literature and scientific pieces related to products, and help answer any questions that retailers may have, too,” Myers explained.

Chapman said it is important for manufacturers to stay up to date with the latest ingredients and researcher while regularly providing education to retailers concerning their products. This supplies retailers with the knowledge and confidence to support their customers.

“Manufacturers play a critical role in helping retailers succeed—especially in the supplement space, where education, trust and product differentiation are key. One of the most effective ways to support sales is by providing clear educational materials that help staff and consumers understand how specific products support normal bodily functions—for example, how an ingredient like serrapeptase helps the body break down non-living tissue or how turmeric supports joint flexibility,” Gromadzki said.

Retailer Product Experts

In stores, it is important for retailers to educate and communicate with their customers on what options are available.

“Helping customers starts with understanding the root of their concerns and guiding them to proven, high-quality brands. Curating a focused selection of quality brands avoids choice overload for the consumer, empowers staff with deeper product knowledge, and builds trust—creating a confident experience for both customer and associate,” Dorf said.

Both Hill and Gromadzki stressed that it is important for retailers to offer knowledgeable guidance and staff education. When store associates understand how products work and when to recommend them, it builds trust, and they’re better equipped to make recommendations that align with customers’ wellness goals.

“One of the most important things that retailers can do is focus on the science of the products you carry for pain relief. Have they been clinically studied and proven to provide benefits? Have they been compared to over the counter or prescription drugs?” Myers said. “Customers want to know the legitimacy of the products they select, and retailers can help them do that with educational events, scientific literature, posters, displays, bag stuffers, booklets and more.”

Chapman added that retailers can bring science-backed evidence on the benefits of natural remedies to customers. Natural remedies for pain and inflammation can also be combined with other modalities, such as physical therapy or stress management.

“Customers need to be informed that the provision of such information does not constitute or replace professional medical advice and that a health care provider should be consulted concerning this and other health concerns,” Chapman said.

According to Gilad, marketing and advertising pain and inflammation relief products remains a challenge because of federal regulations.

“Manufacturers can further support retailer sales by communicating directly with sellers and providing educating material (including concise handouts) explaining in plain language the science and clinical studies substantiating the pain-relieving claims of the nutraceutical ingredients contained in their products. In turn, retailers would be able to clearly promote and explain the advantages of the products to their customers and provide handouts when needed,” Gilad said.

Lemon and Sardell explained how they educate their customers about pain and inflammation products.

“Brochures are a big help! Many customers want to take some time and really learn about these types of supplements,” Lemon said. “We love to show the customer where the product is on our shelves and then hand them a brochure. Some hang out for a bit and read more in the store, some take the information home with them, but the return to purchase rate is very high when good brochures are available.”

“We have lots of free, well-referenced information sheets and booklets for consumers to do their own research. Other educational information comes from our monthly store newsletter articles and emails, information sheets and free books. We even hosted a consumer education webinar that was well attended—online,” Sardell added. “Staff participate in monthly webinars and online training offered by our vendors, increasing their knowledge about pain and products that are available so they can discuss accurately with consumers, but never diagnose or prescribe. We consistently say we are product experts, not diagnosticians.”VR